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Qualitative vs. Quantitative Research

The document compares qualitative and quantitative research methods, highlighting that qualitative research focuses on exploring beliefs and experiences through non-numerical data, while quantitative research emphasizes statistical analysis of numerical data. It outlines various research designs within quantitative research, including descriptive, correlational, quasi-experimental, experimental, and causal-comparative research. Each design serves different purposes, such as understanding phenomena, identifying relationships, and establishing cause-effect relationships.

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9 views21 pages

Qualitative vs. Quantitative Research

The document compares qualitative and quantitative research methods, highlighting that qualitative research focuses on exploring beliefs and experiences through non-numerical data, while quantitative research emphasizes statistical analysis of numerical data. It outlines various research designs within quantitative research, including descriptive, correlational, quasi-experimental, experimental, and causal-comparative research. Each design serves different purposes, such as understanding phenomena, identifying relationships, and establishing cause-effect relationships.

Uploaded by

jayar36011
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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QUANTITATIVE VS.

QUALITATIVE
RESEARCH
QUALITATIVE RESEARCH

• Research is used to explore and


understand people’s beliefs, experiences,
attitudes, behavior and interactions
through methods such as unstructured
interviews or focus group discussions.

• It generates non-numerical data, very


often in words or pictures that in numbers.
• It attempts to get an in-depth opinion
from participants. As a result,
qualitative research has fewer
participants than quantitative studies.
QUANTITATIVE RESEARCH

• Focuses on statistical analysis of


numerical data collected through the use
of large-scale survey research, using
methods such as questionnaire or
structured interview.
• These studies often require a large
sample sizes to have more statistical
power for generalization of findings.
QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
Method of data Method of data
collection includes collection includes
focus groups, in-depth surveys, structured
interviews and revies of interviews and
documents for types of observations, and
themes. reviews of records or
documents for numeric
information.
A primarily inductive A primarily deductive
process is used to process is used to test
formulate theory or pre-specified concepts,
hypothesis. constructs and
QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
It is more subjective in It is more objective in
nature. It describes a nature. It provides
problem or condition observed effects of a
from the point of view of program on a problem
those experiencing it. condition.
Information are text Information are number
based. based
It requires more in- It requires less in-depth
depth information on a but more breadth of
few cases or information across a
observations. large number of cases.
QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
Response options are Response options are
generally unstructured generally structured and
or semi-structured. fixed.
It does not involve Statistical tests are used
statistical tests. for analysis to test the
hypothesis.
Validity and reliability of Validity and reliability of
a qualitative research quantitative research
depends largely on skill depends largely on the
and rigor of researcher. measurement
instruments used for
QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH
Time spent and Time spent and
expenditure incurred is expenditure incurred is
generally lighter in the generally heavier in the
planning phase and planning phase and
heavier during the lighter in the analysis
analysis phase. phase.
Results from qualitative Results from
research is less quantitative research is
generalizable because more generalizable.
of the lack of statistical
analysis and limited
sample size.
QUANTITATIVE RESEARCH DESIGNS
DESCRIPTIVE RESEARCH

Is used to understand a phenomenon, a


situation, or a population.

Unlike experimental research, descriptive


research does not involve the manipulation of
certain variables. Rather, it seeks only to
observe and measure the variables in order to
investigate them
DESCRIPTIVE RESEARCH

 This design is used when trying to identify


characteristics, categories and trends.

 The most common methods of collecting


descriptive research are case studies,
observations and surveys.
Example:

Leadership and management style of


business managers in some fast-food
chain.
CORRELATIONAL RESEARCH

 It is a non-experimental research method used


to identify a relationship between two variables
with no influence from any extraneous variable.

 This design help you recognize patterns and


trends in the feedback you gather.
Example:
An ice cream brand can use this
methodology to identify the relationship
between weather(temperature) and ice
cream sales.
QUASI-EXPERIMENTAL RESEARCH

In a quasi-experimental quantitative
research design, the researcher attempts to
establish a cause-effect relationship from
one variable to another.
For example:
a researcher may determine that high school
students who study for an hour every day are more
likely to earn high grades on their tests. To develop
this finding, the researcher would first measure the
length of time that the participants study each day
(variable one) and then their test scores (variable
two).
In this study, one of the variables is independent, and
the other is dependent. The value of the independent
variable is not influenced by the other variables; the
value of the dependent variable, however, is wholly
dependent on changes in the independent variable.

In the example above, the length of study time is the


independent variable, and the test scores are the
dependent variable.
EXPERIMENTAL RESEARCH

Experimental quantitative research design


utilizes the scientific approach. It establishes
procedures that allow the researcher to test
a hypothesis and to systematically and
scientifically study causal relationships
among variables.
EXPERIMENTAL RESEARCH

All experimental quantitative research studies


include three basic steps:

The researcher measures the variables.


The researcher influences or intervenes with the
variables in some way.
The researcher measures the variables again to
ascertain how the intervention affected the
variables.
(CAUSAL) COMPARATIVE RESEARCH DESIGN

A causal-comparative design is a research design that


seeks to find relationships between independent and
dependent variables after an action or event has
already occurred.

The researcher's goal is to determine whether the


independent variable affected the outcome, or
dependent variable, by comparing two or more groups
of individuals.
Example:

Relationship between years of


experience and job satisfaction.

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